East Africa Multiscreen Marketing 2014

1. Marketing in the multiscreen world
AdReaction 2014
Sankara Hotel
20 August 2014

2. AdReaction 2014
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why should we care about multiscreen …
how are screens used …
what do consumers think of ads on screens …
what should brands do …

3. AdReaction 2014
10th edition … conducted in 30 countries around the world
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sample size:
Global: 12,000
Kenya: 350
15 question survey
conducted via smartphone or tablet
target :
age 16 - 45 years
have access to TV and a smartphone (or tablet)

4. AdReaction 2014
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http://www.youtube.com/watch?v=G7R4uONsWCM
Lance Ulanoff
US tech and social media commentator
Former editor-in-chief of PCMag.com
what is multi-screening…
click to view

5. AdReaction 2014
growing ownership of smartphones & tablets is creating a new media landscape
5
global shipments
725
349
145
238
1,004
315
227
227
2012
2013
TV
Smartphone
Laptop
Tablet

6. AdReaction 2014
smartphone penetration
Source: GMSA, Sub-Saharan Africa
Mobile Economy, 2013
“smartphones made up 67 per cent of devices sold by leading Kenyan operator Safaricom in 2013”
source: Human IPO, 2014
smartphones will increasingly play a central role in media strategy as penetration is expected to deepen among consumers

7. how much are screens used …

8. AdReaction 2014
roughly how long did you spend yesterday …
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TV
Smartphone
Laptop
Tablet
Device Key
total mins: 404 Kenya vs. 417 global
132
minutes
(33%)
174
minutes
(43%)
65
minutes
(16%)
33
minutes
(8%)
global Average: 113 min
global Average:108 min
global Average: 50min
global Average: 147 min
: daily screen usage (minutes)
7 hours window of opportunity to connect with Kenyan multi-screen consumer daily
67% of the opportunity massively under-utilized as most brand play mainly on the TV space

9. AdReaction 2014
: how screen minutes compare across countries …
roughly how long did you spend yesterday…
9
TV
Smartphone
Laptop
Tablet
Device Key
89
132
69
132
113
85
65
161
117
108
109
79
174
193
181
147
34
14
33
115
110
50
Italy
France
Japan
Canada
Germany
South Korea
India
Mexico
Turkey
Spain
Australia
UK
Argentina
Russia
South Africa
Saudi
Thailand
Colombia
Nigeria
USA
Vietnam
Brazil
China
Phillipines
Indonesia
GLOBAL
Kenya
= 417
= 404
= 540
= 317
mainly driven by the ‘personal screens’ (phone & tablets/PC), emerging markets out performs the ‘developed world’
closer home, Nigeria & SA has bigger opportunity compared to Kenya

10. AdReaction 2014
: screen usage by day parts
multiple screens offer an all day opportunity to connect with consumers …
what times of day yesterday were you…
10
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
6am to
9am
9am to 12
noon
12 noon to
3pm
3pm to
6pm
6pm to
9pm
9pm to 12
midnight
12
midnight
to 6am
TV
Smartphone
Laptop
Tablet
Device Key

11. how are screens used …

12. AdReaction 2014
AT THE SAME TIME
AT DIFFERENT POINTS IN TIME
: multiscreen minutes by type …
shifting constitutes the biggest opportunity (5 hours of screen time) for synergistic multiscreen campaigns.
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SHIFTING
200’
66%
SIMULTANEOUS
103’
34%
total mins: 404 kenya vs. 417 global
net mins: 303 kenya vs. 308 global
Global
199’
65%
Global
109’
35%
simultaneous:
at the same time as you were watching TV yesterday, how much time did you also spend using the Internet?
(Can be related or unrelated content)
shifting:
consumer interaction with screens at different points in time (total screen time less simultaneous screen time)

13. AdReaction 2014
RELATED CONTENT
UNRELATED CONTENT
AT THE SAME TIME
AT DIFFERENT POINTS IN TIME
… 2 hours spent meshing & stacking daily
winning consumer attention & keeping it is critical
meshing: related content
while you were watching TV and using the Internet yesterday, how much of the time were you doing something related to what was happening on TV?
stacking : unrelated content
simultaneous minutes minus meshing min
13
SHIFTING
200’
66%
STACKING
74’
25%
total mins: 404 Kenya vs. 417 global
net mins: 303 Kenya vs. 308 global
MESHING
29’
9%
Global
(199’)
65%
Global
(67’)
22%
Global
(42’)
14%
: multiscreen minutes by type …

14. AdReaction 2014
… similar trends globally, where meshing & stacking takes up a third of screen time
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7%
9%
28%
14%
25%
29%
14%
22%
66%
75%
53%
65%
South Africa
UK
France
Kenya
Argentina
Saudi
Italy
Canada
Japan
Spain
Australia
Nigeria
Vietnam
Brazil
USA
Russia
Mexico
India
Germany
Colombia
China
Indonesia
Turkey
South Korea
Phillipines
Thailand
GLOBAL
MESHING
STACKING
SHIFTING
Usage Key
simultaneous: At the same time as you were watching TV yesterday, how much time did you also spend using the Internet?
meshing: related content
While you were watching TV and using the Internet yesterday, how much of the time were you doing something related to what was happening on TV?
stacking : unrelated content
Simultaneous minutes minus meshing min
: multiscreen minutes by type …

15. AdReaction 2014
social media stacking is the multiscreen equivalent of putting the kettle on.
leveraging on meshing … providing consumers with avenues to interact / follow up / connect / go viral… with content / ad (#tags, facebook, website etc)
why do you also use a second device (laptop, smartphone, or tablet) when you are watching TV?
15
14%
22%
31%
41%
18%
17%
17%
29%
32%
51%
To follow up on a TV ad
To interact with what's
happening on TV
To discuss what I’m watching (e.g. via social media)
More information about
what's on TV
TV not interesting enough for
all my attention
Need to get other things done
Just have TV on for
background noise
Someone else has chosen
what's on TV
To fill time during ad breaks
To keep up with friends on
social media (not TV related)
ANY STACKING REASON:
80%
(85% global)
ANY MESHING REASON:
60%
(41% global)
Kenya
Global
: reasons for simultaneous multi-screening …

16. how do screens interact …

17. AdReaction 2014
: simultaneous and exclusive usage by device
Kenyan consumers are likely to use smartphones much more exclusively than other screens …
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TV
Smartphone
Laptop
Tablet
Device Key
+
19 MINS
(29%)
+
67 MINS
(38%)
+
17 MINS
(52%)
46 MINS (71%)
108 MINS (62%)
16 MINS (48%)
Global Average: 77 (71%)
Global Average: 31 (29%)
Global Average: 93 (63%)
Global Average: 25 (51%)
Global Average: 24 (49%)
Global Average: 54 (37%)
AT THE SAME TIME
AT DIFFERENT POINTS IN TIME

18. AdReaction 2014
START ON
TV
LAPTOP
SMARTPHONE
TABLET
CONTINUE ON (%)
TV
-
6
26
3
LAPTOP
18
-
17
4
SMARTPHONE
49
13
-
3
TABLET
8
7
7
-
sequences of screen shifting (related content)
multiscreen sequences are most likely to start on TV and proceed to a smartphone
… but many other behaviours happen too.
TV generally seem more of a trigger / start-point and digital devices are generally used more to continue/ complete tasks.
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In which of the following ways do you sometimes shift the same task from one device to another at a later time?
(By a task, we mean things like watching a show or video, searching for information, shopping, planning a trip or social networking)

19. what do consumers think of multiscreen marketing …

20. AdReaction 2014
ad receptivity by screen (favourability & attention)
Kenyans more receptive and attentive across screens than their global counterparts.
TV still the most preferred screen, but smartphone is emerging as a strong contender to favorability and attention.
FAVOURABILITY
how would you characterize your attitude towards each of the following formats of advertising?
ATTENTION
each time you see each of the following, how much do you typically pay attention?
20
43
56
46
68
VERY/ SOMEWHAT FAVOURABLE %
75
78
70
94
PAY AT LEAST SOME ATTENTION %
41
25
24
23
GLOBAL AVERAGE
72
52
51
52
GLOBAL AVERAGE
base: all answering
base: own or have access to device

21. AdReaction 2014
30%
83%
56%
17%
65%
39%
16%
67%
67%
38%
19%
59%
37%
France
Slovakia
Czech…
Poland
Russia
Australia
Germany
Hungary
South Africa
Italy
UK
USA
Canada
Spain
Japan
Turkey
Vietnam
China
Argentina
Indonesia
South Korea
Colombia
India
Mexico
Brazil
Saudi
Thailand
Phillipines
Kenya
Nigeria
Global
how receptivity compares across countries
Nigerians and Kenyans are most positive to ads generally … opportunity for marketers to leverage.
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Global
43%
68%
66%
56%
53%
52%
52%
50%
49%
49%
47%
43%
42%
42%
42%
41%
38%
37%
37%
35%
34%
34%
33%
29%
29%
29%
25%
24%
23%
23%
22%
Marketing receptivity =
Average of favorability (very/somewhat favorable) and attention (pay at least some attention)
TV
Smartphone
Laptop
Tablet
Device Key

22. AdReaction 2014
why do you like watching TV advertisements … (August, 2014)
(ABC1)
(C2D)
… Kenyan consumers watch ads for all kinds of reasons

23. AdReaction 2014
35
45
55
65
18
23
28
33
38
43
48
multiscreen opportunity – marketing approaches
TV ads promoting web URLs and Facebook pages are most familiar.
receptivity is strongest for micro- video and TV ads promoting web URLs. Generally, “entertainment” is more appealing than “more information”.
the lack of a single familiar and popular approach means that Kenyan marketers will likely need to experiment with multiple ways of connecting across screens.
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noticed - kenya
receptivity - Kenya
TV ads with url
TV ads with FB
TV ads with hashtags
Interactive TV ads
TV ads with online extras
TV ads promoting mobile app
TV &online show spon
TV show and mobile app sponsorship
Sponsored mobile play along game for live TV event
Sponsored online TV voting for TV show
Online ads promoting TV ad or show - pre
Online ads promoting TV ad or show - post
Micro-video
RECEPTIVITY: Which of the following types of multiscreen advertising have you ever noticed?
NOTICED: Which types of multiscreen advertising do you feel positive towards? (data among those ever noticed)

24. what should brands do …

25. AdReaction 2014
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be connected
be consistent
be
considered
be concise

26. AdReaction 2014
be connected
EABL’ s Guinness MVIP is a fantasy football challenge that sought to give consumers deeper and richer football experience.
•TV was used to generate awareness of the campaign
•audience were then given directions – from the TVC – on how to participate using their mobile phones
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started with Football manager Roberto Di Matteo launching the campaign. Campaign was a mobile fantasy football league.
TVC directed participants to the WAP portal where consumers registered and participated.
TVC was rolled out to build awareness and generate interest among potential participants.
describe a positive experience you have had with the same brand across multiple screens. What was the brand, and what did they do that you liked?

27. AdReaction 2014
be concise
Safaricom launched a TV and social media campaign to promote its data offering as well as fun/cool positioning.
•consumers were requested to share interesting videos using Whatsapp.
•#safaricomyoutubechallenge was used to generate buzz in the social media
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Youtube challenge launched by Safaricom to drive data uptake as well as enhance association with fun.
#safaricomyoutubechallenge hashtag was also used to direct conversation on Twitter
video would later be uploaded to Safaricom Youtube channel as well as aired on TV.
campaign encouraged people to share interesting personal videos using Whatsapp.

28. AdReaction 2014
be considered
all screens can achieve all brand-building tasks, but different screens do imply certain attributes and can play specific roles. let these starting assumptions work to your advantage.
Edeka, a German supermarket, used two very different creative approaches to promote the variety of their own-brand products.
•the TV ad features children in a supermarket and is clearly aimed at a more conservative, family-focused demographic.
•the wacky online and viral elements are targeted at a younger, more fun-loving audience.
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Edeka ran a cute, but “safe,” TV ad featuring the variety of their own-brand products.
Supergeil has become a viral hit and spawned further digital elements.
The TV ad achieved relatively few views online.
A much riskier, but memorable, “Supergeil” ad ran online – also featuring their own- brand products.

29. AdReaction 2014
be consistent …'dumb ways to die’
the biggest multiscreen opportunity is not simultaneous connections between screens, but rather, a consistent presence across screens, whenever and wherever someone chooses to engage with your brand.
•dumb ways to die simplicity inter-twined with humor, charm/wit worked very well.
•the campaign run across channels (online, radio and print ads, and gaming).
•culminating in a great integrated campaign.

30. AdReaction 2014
be consistent …'dumb ways to die’
the biggest multiscreen opportunity is not simultaneous connections between screens, but rather, a consistent presence across screens, whenever and wherever someone chooses to engage with your brand.
•dumb ways to die simplicity inter-twined with humor, charm/wit worked very well.
•the campaign run across channels (online, radio and print ads, and gaming).
•culminating in a great integrated campaign.
click to view

31. AdReaction 2014

32. Marketing in the multiscreen world
AdReaction 2014
thank you …
To find out more contact: Chris Karumba Millward Brown East Africa e. chris.karumba@millwardbrown.com